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Inside Amazon’s foray into fashion as it takes on the high street with its own new brand – Telegraph.co.uk

âThe opportunity to build a new business is exciting. We donât have the hangover of physical retail or have history, so we have to make our own history,â she says in her first interview since taking the role. âThe brandâs not going to happen overnight, not every piece is going to be absolutely perfect but we will just keep listening to customers.â

The City will also be keeping a close eye on the range. âIn terms of Amazonâs fashion offer it has been rather quiet in the UK. Its own-label range has been keenly anticipated,â says Adam Cochrane, analyst at UBS. âThe question is how they go from selling basic products like books and electronics to fashion, which is a much more emotional purchase.â

Since joining Amazon, Russellâs small team has grown to include former colleague, the designer Karen Peacock, and Glen George, a former buyer for Primark. For the past year they have been mining reams of customer data, obsessing over reviews and studying fashion trends to put together a womenswear collection.